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分析环境对酒店市场营销的影响。

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-03-16 14:11:06 查看次数:

分析环境对酒店市场营销的影响。
知名酒店“黄金周”遭遇“非典”
    上海浦东某知名五星级酒店由于品牌、管理优势以及毗邻FI比赛场地,客房入住率一直保持在90%以上。但是2003年“五一”黄金周期间,由于中国及亚洲地区“非典”肆虐,世界卫生组织向各地发布“非典”疫情通告要求外出旅游人员做好防范措施,许多原先计划预订的客房被迫取消,一切精心策划的营销活动被迫中止,酒店入住客人只有罕见的5位,为该酒店开业以来的最低入住人数,酒店遭受空前损失。
“金融危机”影响酒店行业
    2008年爆发了全球性的金融危机在全国住宿餐饮业的影响已经逐步显现,在重点城市、行业、企业表现较为明显,并已经呈现向行业蔓延和越来越严重的趋势。
    北京、上海受影响最为严重,2008年11月份以来,上海高星级酒店平均出粗率已经下降了10~15个百分点,平均房价虽然降幅较小,但随着部分企业开始大幅降低价格吸引客源,平均房价降幅有拉大的趋势。北京市场由于奥运前酒店供应量快速上升,金融危机的影响被放大,根据酒店客源结构不同,平均出租率和平均房价下降幅度在30%~50%、5%~3%不等。以国际客源市场为主的国际品牌高档酒店最为明显,出租率下降幅度高达50%。
新疆旅游业受“7.5”事件影响损失严重
    新疆维吾尔自治区旅游局局长伊那木·乃斯尔丁11日在乌鲁木齐说,2009年乌鲁木齐“7.5”事件给新疆的旅游业造成了严重损失,截至目前,取消的旅游团队已达1450个,涉及近85000名其中包括4396位外宾。在当天举行的新闻发布会上,伊那木·乃斯尔丁介绍说,今年上半年新疆共接待国内外游者960多万人次,同比增长超过一成。但“7.5”事件给新疆旅游业带来了难以估量的损失。
公关政府,商务酒店“劫后逢生”
    广州大厦原是一家商务酒店,随着广州商务酒店数量上升,市场竞争异常激烈,酒店市场营销经营陷入困境。为了给酒店打开新的出路,谋求更大发展,酒店懂事会决定利用与政府职能部门的良好关系,创立全国首家以规范化的服务为基础,以鲜明的公务接待、公务活动的人员、设备和程序,广州大厦占据了广州大部分的公务酒店市场,酒店入住率和盈利率得到了大幅度的提升。   
思考与习题
    1、根据上述案例,分析酒店市场营销过程中受哪些因素影响?
    2、做好酒店市场营销环境分析工作,具体有哪些步骤和方式?有哪些需要特别注意的地方?
Analysis of environmental impact of hotel marketing.
Well-known hotel "Golden Week" encounter "atypical pneumonia"
    Shanghai Pudong, a well-known five-star hotel brand management advantages, as well as adjacent FI venue, room occupancy rate has remained above 90%. 2003 "May Day" Golden Week, because China and Asia the SARS epidemic.

World Health Organization published around the world to the SARS outbreak notice request to travel to preventive measures and was forced to cancel many of the originally planned booking rooms, all carefully planned marketing activities were suspended, the hotel guests stay only a rare 5

, The minimum occupancy of the hotel since its opening, the hotel suffered unprecedented losses.
"Financial crisis" affecting the hotel industry
    The global financial crisis erupted in 2008 in the national accommodation catering industry has been gradually emerging in key cities, industries, corporate performance is more obvious, and has shown a trend to spread to the industry and more and more serious.
    Beijing, Shanghai affected the most serious, since November 2008, the average high-star hotel in Shanghai out of rough has dropped by 10 to 15 percent, although the average house price fell less, but as some companies began to sharply lower prices to attract customers source

, Average house prices drop a widening trend. Rapid increase in hotel supply due before the Olympic Games, the Beijing market impact of financial crisis is magnified depending on the hotel source structure, the average occupancy rate and average house prices decline 30% to 50%, 5% to 3%

And so on. The most obvious to the international tourist market-based international brand of upscale hotels, occupancy rates fell by as much as 50%.
Xinjiang tourism industry has suffered serious losses by the "7.5" incident
    11 in Urumqi, Xinjiang Uygur Autonomous Region Tourism Bureau, Ina Wood is Si Erding Urumqi "7.5" incident to the tourism industry in Xinjiang in 2009 caused serious damage and far, to cancel the travel team has reached 1450, involving

And 85000, including 4396 foreign guests. Ina Wood is Sier Ding said at a news conference, said the first half of this year, Xinjiang received at home and abroad who travel more than 960 million people, an increase of more than one. But "7.5" event to

Xinjiang tourism has brought immeasurable loss.
PR government, business hotel "robbing the water is
    Guangzhou Hotel was originally a business hotel, with the increase in the number of Guangzhou Business Hotels, market competition is fierce, hotel marketing and management trouble. In order to open a new way to the hotel and seek greater development, hotel sensible decision to use

Good relations with government departments, the creation of the first standardized services with a distinctive official reception, the official activities of personnel, equipment and procedures, the Guangzhou Hotel occupies most of the official hotel market in Guangzhou, the hotel occupancy rate

And profitability has been greatly improved.
Thinking and Problems
    1, according to the above case, the analysis of hotel marketing process by which factors?
    2, good hotel marketing environment analysis, what specific steps and methods? Which require special attention?
 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.hotelcis.com 作者:先锋)



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